Outsource Issue 21 - (Page 82)

FEATURE ChiEF RElATionship oFFiCER good relations Your organisation could stand or fall on the strength of its relationships with its partners and clients – so why do so few companies have a C-level role dedicated to ensuring those relationships are optimised and nurtured? Marc Kauffmann of The Kauffmann Group looks at the value – and growing prominence – of the Chief Relationship Officer… Marc Kauffmann, CEO, The Kauffmann Group Marc Kauffmann is the CEO of The Kauffmann Group, 'the thought-leader in relationship leverage solutions', working with organisations to help them understand and optimise their relationships’ value T 82 ● ● ● he Chief Relationship Officer (CRO) acquires, manages, customises, and grows customer relationships. Since most organisations don’t have this position, this serves as a strong competitive market differentiator. This senior executive will guard the company’s relationship assets (even the ones most company people don’t know exist) and wears multiple hats. They also: are responsible for making the entire organization customer-centric; become the architect of the organisation’s relationship leverage strategy; become the corporation’s “teacher” in relationship management. They are responsible for training their subordinates and others how to develop, customise, and grow relationships on both individual and corporate levels. Included in the CRO’s job is the responsibility and accountability to clearly identify and manage the intrinsic value of company relationships, and share it with the chief financial officer. Monetisation of all relationships is key. They are also responsible for identifying, facilitating, assessing, and measuring strategic partnerships that enhance and grow customer relationships. CRO payback and activities The CRO position should pay for itself by monetising the value of a company’s relationships. This includes segmenting the acquisition, growth, and retention of all customers. A highly competent CRO will manage customer relationships in the same manner as if they were managing any other corporate asset. The position is also responsible for maintaining the relationship between a @Master_Marketer: People who say it cannot be done should not interrupt those who are doing it. www.outsourcemagazine.co.uk  http://www.outsourcemagazine.co.uk

Table of Contents for the Digital Edition of Outsource Issue 21

Outsource - Issue 21
In This Issue
Meet the Board
News and Comment
The Post-Election Landscape
Jim Mather
Sharing the Burden
Q&A: Debra Robinson
RPO Report
The Cloud Breaks
Tom Bangemann
Germany Focus
Outsourcing Derivatives Reconciliations
The Path to Perfection
Phone Home?
Sergei Levteev
Bangladesh
Richard Thompson
Adam Foster
SME Outsourcing
Good Relations
Culture Clash
Professor Arie Lewin
The Legal View
NOA Round-up
Words from the Web
Inside Source
The Last Word

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